Packaged Facts, a publisher of market research, found Americans are reducing rather than eliminating their animal protein consumption and are seeking out meat raised in more ethical manners with “cleaner” labels.
The survey found 49 percent consider clean label options important when grocery shopping compared to 24 percent of those who consider clean label options irrelevant. The respondents found that meat from animals raised on grassland is seen as a better choice than conventional meat in many ways, including taste, nutrition, environmental impact, and ethics.
“The term clean label generally covers three broad areas of concern—what is in the food, how the food is produced, and who produces it,” says Jennifer Mapes-Christ, food and beverage publisher for Packaged Facts.
